As my devout followers know I’m a HUGE advocate of marketing automation. Actually, I’d go as far as to say I’m FANATICAL about marketing automation because I’ve seen how it can help companies double their sales and triple their profits!
However, in the last six months, I’ve experienced first hand a shift in B2B and B2C
sales… I can no longer rely heavily on email marketing to convert leads into prospects.
I’ve had to integrate a multi-media approach!
Here’s the problem!
• Too many people are using ONLY email to market their business
• Too many people do not have strict enough spam policies and as such consumers
are skeptical of email marketing
• Email open rates have dipped so low its ridiculous (industry wide, not just us)
Here’s the opportunity!
• If you integrate a multi-media approach to your marketing campaigns you will stand
out beyond the clutter and it will impact your response rate (in a good way!)
• Use paper! Direct mail, if done properly, is showing to be very beneficial. Let me
give you an example; we do seminars all over the world (I just came back from a
world tour where we did 15 seminars in 20 days in 5 different countries) and in the
past we would only rely on an email confirmation and email to send instructions for
registrants. We have recently changed our approach to include a piece of mail and
a phone call and we’re seeing this work very well because the correlation of those
mailed and those attended is over 80% in some cases (I call that proof)!
The BIGGEST Opportunity
Pick up the phone! My recommendation to all of my clients is to rely more heavily on the
phone. If you integrate a good phone campaign mixed with paper and email marketing
automation you will have a winning combination that is surely to pull better than just
In our company, in the last two weeks and in the coming two weeks we will have dialed
over 2500 phone numbers to keep our clients and prospective clients in the loop on
what’s happening with us and how they can participate and grow.
Yes using the phone is more expensive than automated email marketing but the
question is not what is the least expensive you should consider the ROI instead of just
looking at costs. If an email campaign will yield two clients and cost say $50 but a multi-
media campaign will yield 20 new clients and cost $250… even though the costs at 5x
as much, the yield of customers is also 10x as much creating a situation for exponential
I would go as far as to say that if your sales department (if you’re a small business, you
probably are the sales department, so that means you) doesn’t spend at least 80% of
their time on the phone or face-to-face, they are being highly ineffective and YOU (the
business owner) will pay the price!
Hope you’ve enjoyed this post.
Author, MESSY Manager
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P.S. You may be interested in a Strategy Session to find out how you can generate
more leads than you know what to do with and have others pay all your marketing
costs. Sells for $299 but you can have it for FREE!